New technologies
and processes have increased the pace at which companies can
add incremental features and benefits to their product offerings.
This pace, however, is matched by the speed with which competitors
can now copy these innovations and commoditize tangible features
and benefits. Now, more than ever, carefully constructed marketing
and branding programs are needed to highlight a product's
intangible benefits and forge long-lasting relationships with
consumers.

The most powerful and enduring brands capture
the essence of a consumer's "experience" with the product
– functional, emotional and economic. Brands are often
the most valuable and under-leveraged assets that a company
owns. Brands, however, are also the most delicate asset –
easily damaged by price discounting, over-extension or poor
market positioning. A well thought out and rigorously executed
marketing program is essential for companies to maximize and
fully exploit a brand's value.

Our Capabilities

Alliance has worked with many of the world's
leading marketers to strengthen, leverage and protect their
brands. Our approach is rooted in a careful balance of proprietary
creative and analytical tools. Our work often touches upon
the following areas: